Why do real estate developers choose to enter the automobile industry now?

The first question, why do real estate tycoons build cars? I think there are two main reasons: first, they have a lot of money to find investment targets. No money, no money, no money, no money, no money. Now for these rich people, what worries them is that most industries have overcapacity and there are not many investment targets. Just as the automobile industry is facing a once-in-a-century technological change, new energy and intelligent networked vehicles are in their infancy and are gradually popularized, which is worth fighting for; Second, investment in automobiles can be organically combined with real estate to form a new model of "real estate+industry" and promote the transformation and development of real estate companies. This will not only facilitate the real estate company to take land, but also put new labels such as "high technology" and "industry" on the company's business card, which has both face and lining. Why not?

The second question, what will the joining of real estate tycoons bring to the automobile industry? To understand this problem, we must first analyze the different abilities of real estate companies compared with auto companies:

First, the ability to make money. Compared with real estate companies, car companies are still dwarfed in making money. Real estate companies can be said to be doing "quasi-finance" work, and the whole industry can not do without finance for a moment, so they have always had a strong ability to find money; At the same time, they also make huge profits. Independent brands have worked hard for so many years, some for 20 years, and many are still swinging between breakeven. Among them, there are only a handful of people with an annual salary of/kloc-0.00 billion, while there are many people with an annual salary of/kloc-0.00 billion in the real estate industry. For example, if Sunac's Sun Hongbin buys LeTV, even if it loses10 billion, it is still tuition, which is far from hurting the bones.

Second, the ability to integrate resources. Most real estate developers are "system integrators", and their design, construction and property management are basically outsourced (except for a few real estate tycoons who design and manage their own property). In the terminology of our automobile industry, it is "OEM", and manufacturing and services are outsourced when possible.

Third, the ability to serve customers face to face. Real estate developers, especially large developers, generally have a key link that they directly control, that is, selling houses, beautifully built sales offices, attractively decorated model rooms, eloquent salesmen, and their direct customer ability is very strong. In the automobile industry, automobile manufacturers generally do not directly face customers, but provide sales and maintenance services to users through 4S stores, which is very different from the real estate industry.

In my opinion, these three abilities are relatively lacking in the automobile industry at present. If real estate tycoons enter this industry, they will inevitably bring these ideas into it and inject new genes into the automobile industry.

The third question, what is the probability of success? I think this involves many aspects, and it is difficult to judge at present, but one thing should be noted, that is, the degree of integration between the two sides. After all, the automobile industry and the real estate industry are two different industries; One is class.

Like "planting fruit trees", the industry sells every year, serves every year, and harvests every year; The other is similar to the "toilet" industry, where users collect money at one stroke and then find a place to continue building houses, so they need to learn from each other and learn from each other's strengths.

However, I believe that when the new forces of building cars by real estate developers and the new forces of building cars by the Internet enter the automobile industry, the automobile industry will break the original boundary and have new vitality, which is good for the overall development of the automobile industry in China!

Let's look forward to the big stage of China Auto!